Personalized Customer Documents: Why One-Size-Fits-All Communications Are Changing

A statement or alert or offer or a transaction record often contains details that are specific to an individual. But when you send a mass email, you lose contextual value. Contextual information is added through personalisation to the document to enrich each interaction, making every one of them more meaningful.

Digital document generation can produce documents from structured data and document automation can automate repeatable processes with the documents. Together with customer communications and customer care, this gives organizations the ability to customize documents at scale without sacrificing consistency.

Here, we’ll take a look at how companies can escape the one-size-fits-all document model and still be precise at scale.

Move beyond generic statements

A personalized statement can include information that is relevant to the recipient. Businesses can customize:

•        Account activity

•        Balances and dates

•        Service information

•        Relevant next steps

Structure remains the same but the content becomes functional.

Make account communications relevant

Account documents frequently need to describe what has occurred and what will follow. With enterprise document automation, data can be gathered from business systems and automatically populated into the correct document.

This can be used for statements, confirmations, and periodic account notices, without having to manually generate every version.

Tailor offers to individual needs

Try to remember to keep the output language as English. But you can improve offers, too, with personalization. Organizations can use relevant account or interaction information to determine what information needs to be in the document.

 They could influence:

1.      The offer presented

2.      Support details

3.      The next action

Personalize important notices

Notices frequently demand precision and context. An automated customer communications workflow can enforce consistent rules, while allowing the insertion of account-specific information as needed.

This is helpful when the documents have different dates, instructions, eligibility or service information.

Scale without losing accuracy

The amount of document can make personalization a challenge when processes rely on manual labor.

Communications management allows you to link document generation to specific business events and processes. One might think of a workable process as being able to do the following:

1.      Collect the approved data

2.      Apply the correct template

3.      Add pertinent details

4.      Validate the document

5.      Deliver and log the result

Connect documents to workflows

Personalized documents are most effective when they are part of a larger journey and are not stand-alone documents.

Customer communications management can enable you to synchronize the production, delivery, and associated interactions of your documents over periodic interactions with your customers. This makes a stronger link between the document and the event which caused it.

Give every document a purpose

The most powerful personalized document is not just customised. It is good to have.

Statements, account communications, offers, notifications and service documents can carry pertinent information so the recipient knows what the document is about and what they may need to do.

This allows teams to deliver more relevant experiences, without sacrificing consistency.

From Standard Documents to Relevant Experiences

One-size-fits-all documents are being replaced by more contextual experiences. This is not about making every document different for the sake of it. It is all about using the data you have to make each document relevant, accurate and useful.

By using a combination of templates, automation and customer-specific data, businesses can automate the creation of digital document generation, while ensuring consistency.

The result is a document experience more connected to the individual.